Ski resort gets new name
Posted: Wednesday, Jun 13, 2007 - 05:00:56 pm MDT
Big Mountain Resort now will be known as Whitefish Mountain Resort.
A longtime Northwest Montana recreational centerpiece is changing its name.
Big Mountain will change the name of the ski and summer resort from Big Mountain Resort to Whitefish Mountain Resort, taking its namesake from the historic railroad town where the resort was founded in 1947.
Winter Sports Inc. President and CEO Fred Jones said in a news release that the name change is part of a new branding and positioning initiative.
“On the eve of our 60th anniversary, we have looked back to understand what has made us special and unique to our guests,” said Jones. “We have looked at where we are today from the perspective of our guests’ current and evolving needs, as well as our dynamic competitive landscape and where gaps exist to meeting and improving on guest needs.”
The new branding platform is a culmination of nearly a year of research and analysis that included interviews with customers, employees, influencers and community members, visits to and analysis of major competitive resorts, as well as analysis of Big Mountain’s relevant strengths, differentiators and opportunities to improve the customer experience.
The transition will take place over the course of the summer season and will be fully integrated into operations, guest services, and marketing and sales for the upcoming 60th anniversary.
Whitefish Mountain Resort opens for summer season June 20 to Sept. 3. It will reopen for its 60th winter season Dec. 8.
For more details, see Thursday’s Daily Inter Lake.
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Big Mountain is now Whitefish Mountain
Started by Peter, Jun 13 2007 05:08 PM
11 replies to this topic
#1
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#2
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Posted 13 June 2007 - 05:36 PM
I feel this name change is a big waste of money since Big Mtn is an already well known resort and by renaming it won't help increase its skier visits, but will actually lower them for the first few years. It's been shown that name changes and re-branding does hurt sales for the first few years because it leaves consumers confused. The only time I believe it's important to change a name is after a serious incident, hard to pronounce name or how people associate the name with their opinions that are wrong.
Red Mountain changed its name to Red Resort and then back to Red Mountain after only one year. However, Big Mtn now has the fun of printing up new trail maps, documents and the season pass holders have to resign all those liability waivers again.
Red Mountain changed its name to Red Resort and then back to Red Mountain after only one year. However, Big Mtn now has the fun of printing up new trail maps, documents and the season pass holders have to resign all those liability waivers again.
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Posted 13 June 2007 - 07:40 PM
I think it gets confused with Big Sky and they want to differentiate themselves. Everyone here calls it Big Mountain Whitefish or just Whitefish anyways.
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#4
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Posted 15 June 2007 - 09:52 AM
Worst Ski Area Logo Ever.
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#6
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Posted 15 June 2007 - 11:24 AM
I was under the impression that their name was "The Big Mountain" as i was always corrected by the employees there when I just called "Big Mountain".
"Maybe there is no Heaven. Or maybe this is all pure gibberish—a product of the demented imagination of a lazy drunken hillbilly with a heart full of hate who has found a way to live out where the real winds blow—to sleep late, have fun, get wild, drink whisky, and drive fast on empty streets with nothing in mind except falling in love and not getting arrested . . . Res ipsa loquitur (it speaks for it self). Let the good times roll." HT
#7
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Posted 15 June 2007 - 02:33 PM
It was The Big Mountain in the 80's, then they dropped "The" and changed it to Big Mountain.
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#8
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Posted 15 June 2007 - 10:19 PM
I really don't think that will affect it much at all. For any Denverites, it's like when Fiddler's Green became Coors Ampitheatre. It didn't affect their buisness, but I still like Fiddler's Green better. So back to the topic, those who know Big Mountain will go there and now find that it's now Whitefish Mountian. It's still the same ski area, but with a different name.
-Matt
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#9
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Posted 22 June 2007 - 01:29 PM
Skier, on Jun 13 2007, 07:08 PM, said:
Ski resort gets new name
Posted: Wednesday, Jun 13, 2007 - 05:00:56 pm MDT
Winter Sports Inc. President and CEO Fred Jones said in a news release that the name change is part of a new branding and positioning initiative.
“On the eve of our 60th anniversary, we have looked back to understand what has made us special and unique to our guests,” said Jones. “We have looked at where we are today from the perspective of our guests’ current and evolving needs, as well as our dynamic competitive landscape and where gaps exist to meeting and improving on guest needs.”
The new branding platform is a culmination of nearly a year of research and analysis that included interviews with customers, employees, influencers and community members, visits to and analysis of major competitive resorts, as well as analysis of Big Mountain’s relevant strengths, differentiators and opportunities to improve the customer experience.
Posted: Wednesday, Jun 13, 2007 - 05:00:56 pm MDT
Winter Sports Inc. President and CEO Fred Jones said in a news release that the name change is part of a new branding and positioning initiative.
“On the eve of our 60th anniversary, we have looked back to understand what has made us special and unique to our guests,” said Jones. “We have looked at where we are today from the perspective of our guests’ current and evolving needs, as well as our dynamic competitive landscape and where gaps exist to meeting and improving on guest needs.”
The new branding platform is a culmination of nearly a year of research and analysis that included interviews with customers, employees, influencers and community members, visits to and analysis of major competitive resorts, as well as analysis of Big Mountain’s relevant strengths, differentiators and opportunities to improve the customer experience.
...and they spent how much on this, again? What exactly does a name change have to do with 'customers' evolving needs', anyway?
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#10 Guest_altaskier_*
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Posted 23 June 2007 - 02:25 PM
This just speaks of insecurity of some in Winter Sports Inc. in the product or experience they provide - which in my humble opinion as a multiple return visitor to the resort over the past 20 years - is completely unfounded!
I was last at 'The Big' in February and went up the lift with some locals who were talking about this very issue. Even they thought it was idle gossip and never believed they'd actually change the name of the place. Although this isn't the case, the new name actually makes it sound like they changed the name of the mountain as well. And, quite frankly, that logo really doesn't do much for me either. I guess my Big Mountain 'snowflake' hat and t-shirts are now collectors items.
From what I can recall Red Mountain had its name tweaked a couple of time over the past decade or so, but now it's back to its original name once again. Maybe Allan can provide us with a complete synopsis of that saga.
I was last at 'The Big' in February and went up the lift with some locals who were talking about this very issue. Even they thought it was idle gossip and never believed they'd actually change the name of the place. Although this isn't the case, the new name actually makes it sound like they changed the name of the mountain as well. And, quite frankly, that logo really doesn't do much for me either. I guess my Big Mountain 'snowflake' hat and t-shirts are now collectors items.
From what I can recall Red Mountain had its name tweaked a couple of time over the past decade or so, but now it's back to its original name once again. Maybe Allan can provide us with a complete synopsis of that saga.
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Posted 23 June 2007 - 03:19 PM
I think it just went from Red Mountain to Red Resort and back to Red Mountain.
Alpental went from Alpental to Alpental at the Summit and right back to Alpental.
I personally think this logo was excellent:
Alpental went from Alpental to Alpental at the Summit and right back to Alpental.
I personally think this logo was excellent:
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This post has been edited by Skier: 23 June 2007 - 03:22 PM
- Peter<br />
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